In 1960, Reuben and Rose Mattus had a vision of creating the world’s most luxurious ice cream using only the finest ingredients. For more than half a century now, Häagen-Dazs stayed true to that vision, but the brand needed an update to stay relevant with today's diverse consumer. We were tasked with re-imaging this classic to create an artful, pure, and playful experience—making luxurious ice cream accessible to all.
We evaluated the brand’s core equities—logo, tapestry, flavor visuals, typography and colors—and lovingly crafted every element on pack. We wanted to celebrate each flavor’s uniqueness by injecting color, custom patterns, movement, and playfulness back onto the pack by approaching each as a work of art. The result is a beautiful, attention grabbing design with an approachable new take on luxury. The new system is easily shoppable, while celebrating each flavor’s high quality, pure ingredients and diversity of flavors on shelf.
The iconic gold brand tapestry was re-imagined to be flowing gold linework with bold color fills. The tapestries were handcrafted to reflect each specific flavor, with illustrated elements woven into the linework. These illustrations tell a unique story for each flavor but stylistically tie the whole
Häagen-Dazs is known for their use of real, premium ingredients. We wanted to be true to that and capture each flavor and product in an authentic way. The compositions mimic the flowing energy of the tapestries and are proudly
Häagen-Dazs is known for their use of real, premium ingredients. We wanted to be true to that and capture each flavor and product in an authentic way. The compositions mimic the flowing energy of the tapestries and are proudly
Häagen-Dazs is known for their use of real, premium ingredients. We wanted to be true to that and capture each flavor and product in an authentic way. The compositions mimic the flowing energy of the tapestries and are proudly
Häagen-Dazs is known for their use of real, premium ingredients. We wanted to be true to that and capture each flavor and product in an authentic way. The compositions mimic the flowing energy of the tapestries and are proudly
Häagen-Dazs is known for their use of real, premium ingredients. We wanted to be true to that and capture each flavor and product in an authentic way. The compositions mimic the flowing energy of the tapestries and are proudly
To make sure every element on pack had the right personality, a custom font was created called Dazs—a dynamic, high contrast sans-serif font that is modern with a classic twist. It’s premium without feeling unattainable, and is as unique as the brand
Through our Brand Toolkit and collaboration with the ad agency Cartwright, we were able to establish a more vibrant look for Häagen-Dazs beyond packaging. The launch of their new brand was supported by the “Thät’s Dazs” campaign, prominently featuring our new packaging and a dynamic new
